We are Like that Only : Understanding the Logic of Consumer India (English) (Paperback)
Price: Rs. 299

We Are Like That Only, compiled by Rama Bijapurkar, is an excellent analytical book about the Indian market, which attempts to understand the logic of consumer India.

Summary of the Book

We Are Like That Only deals with the psyche of the Indian consumers, the cause behind the Indian market to be what it is. It discusses what it takes to sustain a business not just on paper but in reality, in the present-day market. Numerous international brands have come to our market hoping to hit the billion-plus mark. However, they constantly face consumers who bargain for any and every product. Indian market works totally in contrast to the predictable discernments of an emerging market most of the time. All this, at the end of the day, leaves the seller with innumerable questions about the structure of the Indian market. We Are Like That Only describes twelve important facets of the Indian consumer, which are nothing but the attempts to answer those questions.

About Rama Bijapurkar

Rama Bijapurkar is one of the most respected front-runners of Indian consumer behaviour and market strategy. She obtained her MBA from IIM, Ahmedabad, and now works as an Indian management and market research consultant. Her main idea is to bring market attention to business strategy. On the same lines, she works with some of the leading global and Indian organizations to provide direction in developing their trade market tactics. Some of her other notable works include Winning in the Indian Market: Understanding the Transformation of Consumer India, and Customer in the Boardroom: Crafting Customer-Based Business Strategy.

Top reviews

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The Indian consumer expects value.

The best realization for me has been "Indian consumers are certainly poor, but they expect the same value for products/ services they buy". This should be very critical for any company that wants to invest in India. You just can't bundle some international products and expect it to work in India.

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Decent insights about the indian consumers buying habits

A good read, especially for marketing professionals/aspirants. It's a nice one time read, but for people who tend to treat it as a holy bible written on the Indian consumer, I'd beg to differ on a couple of aspects regarding the book:

- This book might come across as a startling revelation, only to a foreigner who plans to set up shop here or an Indian who has never set foot outside a urban metro. Unless you belong to the above two categories, i don't think any Indian isn't already aware of half the stuff that has been mentioned in this book. Some facts about the rural consumer do tend to sur…A good read, especially for marketing professionals/aspirants. It's a nice one time read, but for people who tend to treat it as a holy bible written on the Indian consumer, I'd beg to differ on a couple of aspects regarding the book:

- This book might come across as a startling revelation, only to a foreigner who plans to set up shop here or an Indian who has never set foot outside a urban metro. Unless you belong to the above two categories, i don't think any Indian isn't already aware of half the stuff that has been mentioned in this book. Some facts about the rural consumer do tend to surprise you, but many other facts like Indians being extremely value conscious is not a new thing for us. The author has provided a consolidated view about the entire buying behavior in our country, but frankly, much of it is helpful during strategy formulation, rather than actual implementation.

- A lot of data is a few years old already. They have tried to update some parts of it, but you'll realize that those sections are out of sync with the flow that the author started off with. Smartphone boom, E-commerce, anything post 2010- Don't expect any information on how trends in these segments are radically changing the entire buying behavior of an average Indian consumer. The updated figures can be looked up by either subscribing to the latest marketing white-book or industry reports on each sector.

Read this book as a one time affair. A lot of consumer trends are changing on a daily basis, so it's best to read ET daily, as a supplement to the base that this book provides. (Expand)

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Yet to read

Opening pages of book itself are mind boggling. It's like you see it everyday, but it's book which helps you with a vision to see what you see. I have yet to complete reading book. But equally excited about it.

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Thats how it is

Book is pretty precise to Indian consumers, for everyone trying to catch the nerves of Indian market, and for those who know it already will just agree more.This book is of good use to all the marketeers and business students to have a grip on this subject. As for Ms. Rama, she knows what she is talking about and right at her fingertips. Must read... will certainly gain a lot from it.